Cicero, characteristic shirts and a glass of Verdicchio. As a student Latin and Italian Literature and Linguistics at the University of Ghent, Edward De Vooght is enchanted by Cicero, inspired by classical rhetoric and passionate about language. He enjoys reading verses of D’Annunzio at sunset with a glass of Verdicchio. Fired up by the lack of good rhetoric in modern society, he also battles for the revival of eloquence. His goal is to arm students with rhetorical bullets, reinforce debaters with deadly comebacks and sharpen the blades of political speeches. Moreover, before entering the rhetorical battlefield, appropriate rhetorical strategies are in order. Therefore, Edward aims to establish a new rhetorical science, which studies verbal persuasion in a cognitive way. Theory without practice, however, quickly becomes an ivory tower. And that is where Dietmar Hertsen stepped in.